Media in Development Communication Rohan Tyagi* Media plays an important role in development communication through circulation of knowledge, providing forum for discussion of issues, teach ideas, skills for a better life and create a base of consensus for stability of the state. From the early stages of the introduction of the media in India various attempts were made to exploit their potential for development purposes. The history of development communication in India can be traced to 1940’s when radio broadcast was started in different languages to promote development communication through various programmes, like-Programs for Rural Audience, Educational Programs and Family Welfare Programs. Today television in our country is also used as a medium for social education, weapon against ignorance and awareness among the people, through different programs like Educational Television (ETV), Countrywide Classroom (CWC), Teleconferencing etc. Experiments in Satellite technology has been conducted in recent years to bring about Social change and development. This has been done in the form of SITE Program and Kheda Introduction Communication Projects. New Technologies have also been put to serious use for development communication. New technologies like mobile, website and internet are Communication requires a sender, a message, and a recipient, interactive in nature. Interactivity, instant feedback and although the receiver need not be present or aware of the sender's persuasion capability are used to rope in people into the intent to communicate at the time of communication; thus process of development. Today government has different communication can occur across vast distances in time and websites and call centers that provide instant information space. Communication requires that the communicating parties or answers queries to questions of development. share an area of communicative commonality. The communication process is complete once the receiver has Keywords: Development, Communication, Mass Media, understood the message of the sender. Satellite technology, New media, Government projects Communication also refers to use of different forms of media, such as print, electronic media (radio, television), new media etc. These media are used as an empowerment tool, i.e. it is used as a tool to facilitate and encourage the participation of people in developmental activities. Different mass media is used to effectively communicate knowledge and information to people for developmental purpose. The term Development Communication can be divided into two terms, i.e.-Communication and Development. Here *Assistant Professor, Department of Journalism and Mass Communication, Shri Ram Group of Colleges, Muzaffarnagar, UP, INDIA Author is grateful to the anonymous referees for comments and suggestions for improving the text and contents of the paper. Author alone is responsible for any errors/mistakes still remaining in the paper. 196 IMS Manthan - Volume VII, No. 2, Dec 2012 communication refers to the use of different types of media in the Use of technology in Development Communication context of development. It is also used to mean sharing of information and experience to accelerate development. Where as Mass media and technology should be extensively and tactfully development refers to the change of society for betterment. It can used for development purpose. It should be kept in mind that it be both social and economic change for improvement or is a weapon in the hands of the government for positive progress. developmental purpose. When the media is used for developmental purpose, communicator has to keep in mind that The practice of development communication can be traced back the usage should be extensive. And for this purpose the mass to efforts undertaken in various parts of the world during the media structure should be planned and efforts should be made to 1940s, but the widespread application of the concept came about reach out to maximum number of people every time. Daniel because of the problems that arose in the aftermath of World War Lerner in 1958, while discussing the relation of development II. The rise of the communication sciences in the 1950s saw with that of any mass media said that: -the greater the recognition of the field as an academic discipline, with Daniel communication facilities, the greater or even faster is Lerner, Wilbur Schramm and Eversett Roger being the earliest modernization. According to Wilbur Schramm, the role of media influential advocates. The term "development communication" in development can be divided into three parts i.e. (i) to inform was first coined in 1972 by Nora C. Quebral, who defines the field (ii) to instruct and (iii) to participate. as...(the art and science of human communication linked to a society's planned transformation from a state of poverty to one dynamic socio- To inform: for the development of the society, correct social, economic growth that makes for greater equality and the larger political and economic influence is the main criteria. This unfolding of individual potentials). information should be both national and international. People should be aware of the areas or facts which hamper the Or as Erskine Childers has defined it, ’development support development process. communications is a discipline in development planning and implementation in which more adequate account is taken of To instruct: Mass literacy is an essential criteria to development. human behavioural factors in the design of development projects This is possible by imbibing basic skills among the people. Mass and their objectives'; both Childers and Quebral stress that media plays an important role in this. Mass media can instruct communication for development is not confined to the mass people and educate them. Projects like Educational Television media channels, but includes any and all effective means of and Gyan Darshan are few such examples where media is used to communication - interpersonal face-to-face, small group, the instruct people, educate them and teach them basic skills. These stage play, a picture, or even a billboard. According to Quebral basic skills help people to develop their standard of living. (1975), the most important feature of Philippines-style development communications is that the government is the To participate: Voluntary and steady participation of the citizen "chief designer and administrator of the master (development) of the country is necessary for its overall developmen. Such plan wherein, development communication, in this system then participation is possible in a liberal society. Such awareness is is purposive, persuasive, goal-directed, audience-oriented, and possible through debate, conflict and discussion. Discussions interventionist by nature."] The theory and practice of and debate helps people to know current issues, participate in development communication continues to evolve today, with developmental programme and bring a change in the standard different approaches and perspectives unique to the varied of living of the society. development contexts the field has grown in. Media in developing and under developed countries strive to Development communication thus can be said to have two bring in developmental change, through its message to the primary roles, i.e. masses. Mass media through interpretation, analysis and (a) Transforming role, as it seeks social changes for a higher discussion point out the drawbacks of the society and core areas quality of life. (b) Socializing role, by seeking to maintain of development. The message should be such that it should some of the established values of the society. The role can be create an urge for change and development among the common discussed as following: men. The media in its aim to bring developmental changes shall A) Development communication is used for transforming role function as a decision maker and teacher. by bringing in Social change in a way that will bring a higher quality of life. Here communication acts as an instrument to D. Lerner, while discussing the role of radio (as a medium of achieve these objectives. mass communication) said that the emergence of radio in B) Development communication also tries to maintain the different villages and town not only helps to educate people, but established values of the society by playing a socializing at the same time brings in consumerism in that place. Consumer role. In playing these roles, development communication wish to own a radio, leads people to work harder and usher in seeks to create an atmosphere for change as well as better standard of living (a form of development). Radio providing innovation through which society may change. programmes help to educate people about different social issues like farming, agriculture, health, small scale industry etc. Radio Development communication process is however successful forums are a weapon for radio programme producers to involve only with the presence of a few key elements in the approach. people in developmental projects. Here use is made of Telecentre These are:It should be responsive, should wing on feedback, where communities gather to phone in. Discussions on should be innovative and creative, should be sustainable and difference topics are done as well as queries by expert are continuous, independent validation. answered. Media in Development Communication 197 Television as a mass medium has a huge appeal to common man. started huge developmental programmes throughout the For such reason,